Success story

Designing an innovative experience integrated in a digital context with Grandvalira

Type of project

User Experience Design 

Sector:

Travel & Hospitality 

Year:

2016

Profiles involved:

Business Strategy 

Customer Strategy 

User Experience 

Information Technology 

Today’s winter tourism consumer has at his reach a wide range of ski resorts, many of which are in the midst of redefining their user experiences to adapt to new technologies and not be left behind their competitors.

 

Grandvalira aimed to consolidate the largest ski resort in the Pyrenees as the engine of tourism in Andorra, attracting more visitors while adapting to new times.

 

 

To this end, they collaborated with BeRepublic to become an innovative ski resort perfectly integrated in the new digital context, with a focus on improving the user experience at every customer trip point of contact.

We discover with Grandvalira the new mountain leisure for a consumer 100% connected.

Type of project

User Experience Design 

Sector:

Travel & Hospitality 

Year:

2016

Profiles involved:

Business Strategy  
Customer Strategy 
User Experience 
Information Technology 

Starting point:

Grandvalira was in the development phase of their digital strategy with a customer-centric approach and the clear objective of improving the user experience during their trip.

 

One of the main challenges was to bring Grandvalira into the new digital context by making it a resort that the customer would experience from before arriving to long after leaving, through online channels.

 

Therefore, it was necessary to identify 100% of their customers in order to deal with them directly and impact them with customized and relevant offers, thus maximizing their loyalty and satisfaction.

Project objectives:

Define their new digital strategy for the next 3 years, with the aim of becoming the engine of tourism in Andorra and improving the user experience.

An innovative and connected consumer experience that brings more value to skiers and positions Grandvalira as a leader in the digital transformation of the snow tourism sector.

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Ski resort user Customer Journey in a digitalized context of overall experience.

Project phases

The project was approached in three clearly differentiated phases: 

  • Analysis

In order to understand the starting point, an internal analysis was carried out, conducting 15 in-depth interviews with key people in the company, analyzing the customer journey and performing a technological audit of the systems architecture.

Subsequently, an external analysis of the ski market, both local and global, and a search for best practices carried out by other resorts or companies in other sectors that could be applicable, was performed.

  • Definition

A digital strategy was defined based on three pillars:
  1. Implementation of a CRM and marketing automation tool that would allow Grandvalira’s customers to be identified in an integrated way.

  2. Development of a one-to-one marketing strategy that would allow individualized targeting of each customer and generate greater engagement.

  3. Plan to improve the sales and booking channels, web and app, aimed at making the purchase process more intuitive.
  • Preparation

Finally, a work plan was created, where the digital strategy was landed in concrete actions based on the knowledge acquired and always keeping the brand in mind.

The actions to be carried out in the medium term (next three seasons) were scheduled and prioritized to promote Grandvalira’s digital transformation.

La estrategia digital desarrollada para Grandvalira reinventa la forma de disfrutar de una escapada a la nieve apoyándose en herramientas innovadoras capaces de ofrecer una experiencia más completa al usuario.

Results

We supported Grandvalira throughout this transformation process, defining their digital strategy for the next 3 years and a roadmap of concrete actions capable of offering a completely different experience to their visitors.

Triple-digit growth of the new Zurich Klinc digital business was achieved in 2020.

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